Asia's integration challenge

Guy Hearn
Omnicom Media Group, Asia Pacific

Unilever and HP are two advertisers who have overcome Asia's general lack of structural integration and poor segmentation data

Integrated channel planning, or 360° planning, or media neutral planning, have been buzzwords for a few years now. Essentially, it means using a combination of media to achieve specific objectives within a communications framework. Rather than simply finding touchpoints, it puts the consumer, not the media platform, first.

The proliferation of new media increases the number of potential touchpoints, but it's the communication objectives that act as the integrating ‘glue’, rather than the availability of innovative and interesting media platforms. In putting the consumer first, it is essential to have a complete understanding of brand, consumer and category insights that can inform the different aspects of consumer experience which lead to desirable outcomes, such as increased trial, adoption and advocacy.